Lucent unit named Agere

Published on December 06, 2000.

Lucent Technologies' microelectronics unit has been named Agere (a-GEAR), from the Latin verb ago, meaning "to lead, to drive, to act." Brand consultancy Lippincott & Margulies, New York, came up with the name for the Allentown, Pa.-based unit, which plans an initial public offering next spring. Agere Dec. 5 confirmed it named Mullen, Wenham, Mass., its first agency of record for an estimated $25 million to $30 million global account (Ad Age Daily, Dec. 4). Ads will break after Agere's IPO and are expected to flag innovation and swift delivery of customer solutions as brand attributes.